For Mercedes-Benz EuroTraining 2013, Valencia’s landmark, the City of Arts and Sciences, was transformed into an impressive training location. Here, 14,000 employees from Mercedes-Benz’s international sales operations had the opportunity to deepen their knowledge of the new E-Class, S-Class and CLA-Class models. The architecturally stunning Museo de las Ciencias Principe Felipe and the neighbouring Àgora building served as the ideal setting for properly showcasing the Mercedes-Benz brand. The design of the 8,000-square-metre space was based on the ‘Catalogue of Innovation’ central theme.
In collaboration with the event agency Stagg & Friends, dan pearlman developed the overall design concept for Mercedes-Benz for the third time, from the scenographic-architectural concept and design through the communication concept to all accompanying visual elements.
Beginning with the oversized ‘EuroTraining claim’ entrance greeting, the various training meet-up points featured large-surface displays and branding elements. For the training, the two large halls of the Museo and the Àgora were completely redesigned to accommodate the training zones and stages as well as a drive-in theatre. Here, the various model categories were presented in their respective campaign designs—from brashly modern to timelessly elegant. In each specific area, various exhibits and accessory boxes presented product highlights.
The S-Class and CLA training rooms, designed specifically for the event, were located at the Museo and emphasized Mercedes-Benz’s status as market leader through simple, elegant design and high quality materials. The ‘Homebases’ were located in the amply designed space of the Àgora as well as the ‘Trainingfields,’ which were designed to resemble catalogue pages. Located in the centre of the Àgora was a specially constructed, 400-person capacity arena, where the dynamic and visually stunning final event was also held.
